COMMUNICATION STRATEGY OF FIELD AGRICULTURAL EXTENDERS IN THE SOCIALIZATION OF RICE AGRICULTURAL INNOVATIONS IN DRY LAND TO FARMERS GROUP IN JATIGREGES VILLAGE, PACE DISTRICT, NGANJUK REGENCY
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Abstract
Communication and development are two things that cannot be opened and are closely
related. One sector that requires a special touch of development communication is the agricultural
sector. This study was to determine the communication strategy of Field Agricultural Extension in
disseminating innovations in dryland rice cultivation to farmer groups in Jatigreges Village, Pace
District, Nganjuk Regency. The research method used is descriptive qualitative. The data in this
study were collected by interview, observation and documentation. Then it is processed using
Hafied Cangara's Five-Step communication strategy theory and the Innovation Diffusion Theory
created by Everett M. Rogers. The results showed that the Field Agricultural Extension did the
communication stages, namely research, planning, implementation, measurement, and reporting.
The communication strategy implemented by PPL was relatively successful because 89.7% of the
targets for the implementation of the innovation program for rice cultivation were in dry land. This is
because an innovation program contains important points from the theory of diffusion of innovation,
namely, compatibility, complexity, testability, and observability.
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